Agriculture News

August 10, 2017

Two-part sales seminar to focus on customer trust, loyalty

WEST LAFAYETTE, Ind. – A two-part seminar from Purdue University’s Center for Food and Agricultural Business will help sales professionals learn to gain customer trust, develop long-term business relationships and earn client loyalty.

Turning Trust to Loyalty, led by Purdue associate professors Scott Downey and Michael Gunderson alongside Kansas State professor Brian Briggeman, kicks off Oct. 4 with a 60-minute webinar. A two-day on-campus workshop follows, Jan. 23-24.

“Sales professionals who work with farmers have to be purposeful, intentional and authentic in their interactions with their customers if they want their customers to trust them,” Downey said. “Trust is the first step in earning customer loyalty and developing that long-term sales relationship.”

The seminar brings together experts in the areas of trust research, sales, agricultural economics and farm business. Key benefits include understanding barriers to customer trust, what farmers are really thinking, handling objections, rebuilding trust and tools for measuring loyalty and satisfaction.

The 60-minute webinar will help participants understand the aspects of trusted relationships and how they can eventually lead to loyalty among customers and prospects.

The two-day on-campus seminar will focus on implications of market drivers on trusted relationships, building a trust foundation through discovery, the trust equation and how farmers perceive trust, the voice of the farmer, and rebuilding trust.

Both the webinar and seminar target those responsible for serving and selling to farmers and end users, or business to business.

Register by Oct. 4 to get the webinar and seminar bundle for $1,795 per person. After Oct. 4, the rate is $1,995 per person. Those who can’t attend the on-campus seminar can register for just the webinar for $195 per person. All registered participants will have access to the webinar both live and recorded. Learn more at

Contact Emily Hoeing, key account program manager, with questions at 765-496-3099 or

Writer: Jennifer Stewart-Burton, 765-496-6032 

Sources: Scott Downey, 765-494-4325,

Emily Hoeing, 765-496-3099 or

Agricultural Communications: (765) 494-8415;
Shari Finnell, Manager/Media Relations and Public Information,  
Agriculture News Page

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